Bad Bunny isn’t just performing at Super Bowl LX—he’s turning it into a full-blown cultural moment.
The Puerto Rican superstar has partnered with the NFL to launch an unprecedented two-part merchandise collection that bridges football, music, and Latin American culture in ways fans have never seen before.
And if you thought typical halftime show merch was exciting, wait until you see what’s dropping.
This collaboration isn’t just slapping a logo on a T-shirt—it’s reimagining how sports and entertainment can celebrate cultural identity on one of the world’s biggest stages.
Concho Takes Over All 32 NFL Teams
The first collection, dubbed “The Fans/Concho Collection,” launched January 24 at 11 a.m. ET exclusively on the NFL’s official online shop.
At the heart of this release is Concho—the beloved Puerto Rican toad mascot that has become inseparable from Bad Bunny’s brand. Now, Concho is suiting up for all 32 NFL teams.
Fans can pre-order team-specific merchandise featuring Concho in full football gear, complete with cleats and a football tucked under his left arm. Each piece showcases Concho wearing that team’s uniform colors.
The collection includes:
- Hoodies ($100): Concho on the chest, team logo on back, “Bad Bunny 2026” football logo on left sleeve
- T-shirts ($55): Same design as hoodies with team branding throughout
- New Era adjustable caps ($60): Concho on right side, team logo front and center
- Plushie keychains ($40): Helmetless Concho in team colors with logo on chest
This collaboration marks another chapter in Bad Bunny’s ongoing partnership with New Era, following last year’s wildly popular “Nuevayol” Yankees and Mets caps released during his Puerto Rico residency.
A Historic Spanish-Language Super Bowl First
The second drop—”Super Tazón”—is scheduled for February 8, releasing shortly after Bad Bunny’s halftime performance.
This collection represents groundbreaking territory for the NFL. Tazón is the Spanish word for “bowl” used throughout Puerto Rico and Latin America, creating a culturally authentic translation rather than a direct linguistic conversion.
It will be the first time official NFL Super Bowl merchandise features Spanish branding.
While specific products haven’t been revealed yet, the timing suggests they’ll capture the energy and excitement of Bad Bunny’s performance while celebrating Latin American culture on football’s biggest stage.
Blending Football With Cultural Identity
Developed in partnership with Ceremony of Roses—a music and fashion company—these collections go beyond typical artist merchandise.
They represent a deliberate effort to honor Bad Bunny’s Puerto Rican heritage while embracing American football culture. The result? A fusion that speaks to millions of Latino NFL fans who’ve rarely seen themselves reflected in official league merchandise.
The Concho character itself carries deep cultural significance. For Bad Bunny’s fans, particularly those from Puerto Rico, Concho isn’t just a cute mascot—it’s a symbol of pride and identity that has appeared across his music videos, album art, and previous merchandise drops.
Seeing Concho suited up in NFL uniforms creates an unexpected bridge between two worlds that don’t often intersect in mainstream merchandise.
Why This Matters Beyond Merchandise
Bad Bunny’s Super Bowl halftime show already represents a watershed moment—he’s one of the most globally successful Latin artists ever, and his performance will reach hundreds of millions worldwide.
But merchandise tells a different story. It’s about permanence and belonging.
When fans can purchase officially licensed NFL gear that celebrates their cultural background, it signals recognition. The league isn’t just acknowledging Latin American fans exist—it’s creating products specifically for them.
The “Super Tazón” collection takes this further by literally translating Super Bowl branding into Spanish, something the NFL has never done on official merchandise despite the league’s massive Spanish-speaking fanbase.
Tapping Into Bad Bunny’s Merchandising Power
Bad Bunny has proven himself a merchandising force beyond music sales and streaming numbers.
His previous collaborations—particularly the New Era “Nuevayol” caps—became instant collectibles. Fans lined up (both virtually and physically) to snag limited releases, with many items selling out within hours.
The NFL is clearly banking on that same energy. By offering team-specific options across all 32 franchises, they’re maximizing appeal while allowing fans to represent both their favorite team and cultural pride simultaneously.
Pre-orders opened January 24, giving fans weeks to secure their pieces before the Super Bowl LX spectacle unfolds. The staggered release strategy—with “Super Tazón” dropping post-performance—also capitalizes on the emotional high fans will experience watching Bad Bunny take the halftime stage.
What Fans Can Expect February 8
While details remain under wraps for the “Super Tazón” collection, the timing suggests it will be designed to capture the immediate aftermath of Bad Bunny’s performance.
Expect designs that reference specific performance moments, lyrics, or visual elements from the halftime show itself. This approach has worked for previous Super Bowl performers, with post-show merchandise often becoming the most sought-after pieces.
The exact drop time will be announced following the performance, likely creating a rush of fans eager to commemorate what promises to be a historic cultural moment in NFL history.
For Bad Bunny fans, NFL enthusiasts, and anyone who appreciates seeing culture and sports collide in meaningful ways, these collections represent more than just merchandise—they’re wearable statements about representation, pride, and the evolving face of American football fandom.